Super Bowl Movie Ads for IRON MAN 3 and THE FAST & FURIOUS 6 Rank High

, by Zoë Gulliksen


IRON MAN 3 and THE FAST & FURIOUS 6 Super Bowl advertisements scored big. In a targeted survey of  nearly 3,000 active moviegoers conducted by MovieTickets.com, IRON MAN 3 rated as the #1 movie-related Super Bowl commercial most remembered; and the spot for THE FAST & FURIOUS 6 most convinced moviegoers to see it in theaters when released.

MovieTickets.com, the leading global provider of advance movie ticketing, conducted a survey of active moviegoers to rank the most effective movie commercials aired during yesterday’s broadcast of the Super Bowl. The survey targeted actual moviegoers to determine which spot cut through the media clutter, and how effective those commercials were at convincing viewers to buy tickets.

Of the nearly 3,000 MovieTickets.com registered users that were surveyed, 65% said they watched the entire game from kick off to the end.  Of those that watched the entire game, MovieTickets.com collected the following data which includes data about social media usage and YouTube:


What movie ads made it through the media clutter?

·         The commercial for Iron Man 3 was the most remembered, with 79% saying they remembered seeing the ad during the game followed closely by the commercial for The Fast & Furious 6 (77%). The complete list is below:

Iron Man 3 – 79%
The Fast & Furious 6 – 77%
Star Trek Into Darkness – 69%
Oz The Great and Powerful – 68%
World War Z – 48% 

·         Men remembered the commercial for Iron Man 3 most, followed closely by The Fast & Furious 6.
·         Women also remembered Iron Man 3 most, followed closely by The Fast & Furious 6.

·         The commercial for The Fast & Furious 6 (84%) and Iron Man 3 (82%) nearly tied for the top spot of most remembered by those under the age of 25.
·         The adults age 25+ had a little different view from the under 25 crowd with Iron Man 3 (74%) followed closely by The Fast & Furious 6 (70%). 

·         Among the women under 25 years of age that took the survey, the commercial for Iron Man 3 and The Fast & Furious 6 (74%) tied for the most remembered movie advertisement.
·         Among the men under 25 years of age that took the survey, the commercial for The Fast & Furious (86%) and Iron Man 3 (84%) was the most remembered movie advertisement.


What movie commercial was most effective at encouraging the viewers to see the film in the theaters?

·         The Fast & Furious 6 was the most effective movie advertisement.
·         The Fast & Furious 6 had the highest effectiveness among the men in encouraging them to see the movie in the theater
·         The Fast & Furious 6 had the highest effectiveness among the females in encouraging them to see the movie in the theater
·         The Fast & Furious 6 had the highest effectiveness among the population under the age of 25 in encouraging them to see the movie in the theater
·         Iron Man 3 had the highest effectiveness among the adults 25 years of age and older in encouraging them to see the movie in the theater


Mobile Apps & Social Media Participation

The topic of the new Star Trek Into Darkness mobile app was a favorite among MovieTickets.com survey respondents. Overall, only 3% of survey respondents that watched the entire game also downloaded the new Star Trek Into Darkness app.

·         No Surprise. The app was downloaded more by the under 25 population.

Social media is still a hot topic for MovieTickets.com survey respondents. Overall, 67 % of survey respondents said they used social media (e.g. Facebook; Twitter, etc.) while watching the game.

·         69% of males used social media during the game.
·         66% of females used social media during the game.
·         76% of the Under 25 audience used social media during the game.
·         59% of the adults 25+ used social media during the game.

 Power of YouTube

58% of overall MovieTickets.com respondents (whether they watched the entire game or not) rushed on to YouTube to continue watching SuperBowl Ads.  The film related commercial they were most eager to search and watch again was Iron Man 3 (59%) followed closely by the commercial for The Fast & Furious 6 (51%).

YouTube is still a growing and viable marketing tool. 59 % of overall MovieTickets.com respondents said they Often/Very Often view videos on YouTube.

·         57% of males said they Often/Very Often view videos on YouTube.
·         63% of females said they Often/Very Often view videos on YouTube.
·         72% of the Under 25 audience said they Often/Very Often view videos on YouTube.
·         46% of the adults 25+ said they Often/Very Often view videos on YouTube.

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